observational learning in advertising
DESCRIPTION
Power point for Ms. Muir's psych classes to watch on Telelearn Day on Nov. 23TRANSCRIPT
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Learning by Observation
Higher animals, especially humans,
learn through observing and
imitating others.
The monkey on the right imitates the
monkey on the left in touching the pictures in a certain order to
obtain a reward.
© H
erb Terrace
©H
erb Terrace
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Imitation Onset
Learning by observation begins early in life. This
14-month-old child imitates the adult on TV
in pulling a toy apart.
Mel
tzof
f, A
.N. (
1998
). I
mita
tion
of te
levi
sed
mod
els
by in
fant
s. C
hild
Dev
elop
men
t, 59
122
1-12
29. P
hoto
s C
ourt
esy
of A
.N. M
eltz
off
and
M. H
anuk
.
Modeling
• Is the process of observing and imitating a specific behavior
• For example, this woman could be modeling the behavior of picking out and eating healthy fruit
• Because she is attractive, it makes you want to imitate her behavior
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Reinforcement
• Subjects are more likely to model behavior if the person doing the behavior is attractive and is being reinforced by something good happening after doing the behavior
Punishment
• Subjects are less like to model a behavior if the person doing the behavior is punished by something bad happening after doing the behavior
Modeling in Advertising• Advertising tends to use
attractive people• Who are modeling use of
a product that the advertiser wants to sell
• And use of that product is reinforced by something good happening
• For example, drink this soda and an attractive person will fall in love with you
Negative advertising• If you want to use advertising
to decrease a behavior, you would show unattractive people modeling the behavior you want to decrease
• And that behavior is being punished by something bad happening after the behavior
• For example, this ad would make people not want to smoke cigarettes and drink beer so they could avoid being fat and dumpy